business, and it's truly a big deal in this small town. - [jann] since we arrived here for the national cornbread festival we've been on a mission to find out why cornbread in this tennessee town tastes so good. our investigation turned up a major clue. we noticed that everyone in the what good cooks everywhere apparently know: there's some kind of magic in these pans. - [jann] lodge was started in south pittsburg by joseph lodge in 1896. it's been a major employer in this town ever since. we were fortunate to talk to two of joseph's great-grandsons who are now the fourth-generation leaders of this company. - bob, 118 years american manufacturing company. group. what's your secret? - well, we are a rare bird, you know. i guess it boils down to maybe four things. one is unwaivering commitment to quality. quality is first and foremost, along with reinvestment. we're on a major expansion of our plant to meet the growing demand for cast iron cookwear, the lodge brand. i guess innovation is a third thing. they have a passion about the company, the product. we have a wonderful profit sharing. - that right there